This platform reaches Spain with a new campaign that incorporates the “Kiwi Brothers” mascots, a clear reflection of ZespriTM kiwis.
In June, the company used a webinar to present “Cuidarte es tu placer” (Enjoy looking after yourself) to the Spanish market. This is its new global communication platform which, in the words of Esther Marinas, head of marketing at Zespri™ in Europe “entails a great milestone and occurs at a moment of significant development that we trust will satisfy not only our loyal consumers, but will also awaken the interest of other new ones.”
“Cuidarte es tu placer,” reveals the challenge that ZespriTM is making to the most habitual conventions regarding healthy living, in order to generate a new connection between nature, the food we obtain from it and our well-being. A philosophy that encourages everyone to turn their healthy side into something irresistible.
The ‘Kiwi Brothers’, the brand’s mascots, have become a real advertising claim for consumers in Japan. Likewise, the logo has been modified, the perfect expression of an audacious, fun, unexpected and authentic product.
During the presentation, Enrique Guio, Iberian Market Manager for Zespri, emphasised the main challenges the company is facing at such an important moment in time, “this evolution of our identity is aimed at stimulating the connection between nature, food and people’s well-being. It helps consumers all over the world to live in a healthier way. To do this, our kiwis are the perfect ally as we guarantee the quality of our produce, along with the fact that it is produced and distributed in the best conditions thanks to the Zespri System. A system that guarantees that the produce bought by our consumers is healthy, safe and grown using the best possible practices.”
Experts such as Patricia Ramírez, psychologist, writer and lecturer; Mireia Porta, clinical and sports nutritionist; and Teresa Baró, consultant in communication skills took part in the event, and all of them emphasised ZespriTM kiwis as fruit that are a source of enjoyment and that serve the well-being of all the members of the family.
The new visual identity has been progressively applied on Zespri™ packaging and on the different corporate elements and it can now be found on the market. Additionally, the new communication campaign has been in the media since the 1st of June.